How exhibitors can use PR to steal the show at industry events
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Events like eCommerce Expo and Technology for Marketing are a golden opportunity for exhibitors and vendors to talk about their latest developments, share views on industry trends and challenges, and meet new customers. They’re also a chance to grab some media coverage and start building a profile well before you even hit the show floor.
But when many of your competitors are trying to do the same thing, it can be tough to cut through. Journalists are always busy, and even more so at events when they’re sprinting between sessions and filing last-minute stories. If your comms don't land, you’ll be lost in the noise.
For anyone attending this year’s events, here are a few things you can do to set yourself up for success and generate media impact.
1. You don’t need a ‘big reveal’
Too often, sellers put all their eggs in one basket with a shiny new product or service launch at the show. But for journalists drowning in hundreds of so-called ‘world-firsts’, your news will just blend into the crowd.
Real impact comes from knowing what the media actually wants and how to give it to them. Not everything has to be a press release - sometimes it’s better to line up an interview ahead of the show, jump on a podcast, or make your news part of a panel session. Just make sure your key message is clear and simple, so both the journalist and their audience get the benefit of what you’re offering.
Keep an eye on headlines and news hooks you can tie into. Things like industry reports, solid company results, or third-party research can give your story more weight. Journalists tend to be sceptical of self-conducted research, so lean on independent stats if you can.
And remember: PR success doesn’t come overnight. It’s about keeping a drumbeat going with follow-ups and regular contact so your brand stays visible.
2. Think and write like a journalist
Put yourself in their shoes. If you were covering the event, what story would resonate with your readers? That’s the mindset you need when planning your approach.
Before you pitch anything, ask yourself: ‘Why would anyone care about this company?’ Tie what you’re saying into the bigger themes of the event, fresh industry research, or a topical news story - highlighting the challenges and being the solution. That’s what makes your angle relevant.
Before reaching out to journalists:
- Check if the media title’s audience is actually the right one for you. If not, don’t waste time.
- Make sure your spokespeople can speak with authority and add insight, not just pushing products.
- Have a simple way of explaining what your company does, and prep a short media bio for spokespeople. Journalists don’t have time to dig around for context.
3. Don’t spray and pray
There’s nothing journalists hate more than blanket emails. Blasting out the same pitch to hundreds of people doesn’t work and it usually backfires.
They can spot a cookie-cutter template from a mile off, and nobody wants to feel like a name on a spreadsheet.
Yes, journalists are flooded right now, but that makes exclusivity more valuable than ever. A personal pitch that shows you know what they cover, what they’ve written recently, and why your story matters to them will always stand out.
Stand out for success
PR is more tortoise than hare. Getting some coverage around eCommerce Expo and Technology for Marketing is great, but it’s just the beginning. The real impact comes from consistent effort over time.
Propeller Group, a global B2B PR & Growth Marketing agency, will be managing the press lounge on both days of the show. Come say hi if you’d like to chat about how to get your message noticed.
We’ll also be running two panel sessions:
Wednesday 24th September, 10:00am at the Advanced Data, Analytics & Personalisation stage:
I’ll be hosting a session with execs from De Longhi, Tango and more on whether social commerce is a passing fad or here to stay - and how brands can adapt to shifting customer expectations.
Thursday 25th September, 2:05pm at the Future of Customer Experience stage:
Kieran Kent, CEO at Propeller Group, will discuss the rapid rise of retail media and how brands can build effective, shoppable marketing strategies with senior execs from John Lewis, Tesco and B&Q.
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